Sanjeev Kapoor has gone ahead to set up his own Food channel "FOOD FOOD" with Malaysia's Astro as the majority partner after architect the Zee Entertainment Enterprises Ltd (Zeel) Khana Khazana.FoodFood will launch on 24 January 2011.
The channel has roped in Bollywood actress Madhuri Dixit Nene as its lifestyle ambassador. FoodFood comes with a tagline 'Khushi ki Recipe' (Reciepe of Happiness).
- The channel will air shows like Firangi Tadka (produced by BBC Worldwide Productions India), Chef Se Hai Muquabla and Ready Steady Cook (Endemol India), Sirf 30 Minute and Sanjeev Kapoor’s Kitchen among others.
- FoodFood is a joint venture between Astro and Turmeric Vision (TVPL), company owned by Sanjeev Kapoor and wife Alyona Kapoor.